The ad uses dramatic music and close-up shots of a pepperoni pizza, flames and an oven, while a deep-voiced actor says: "From a frozen world, where craving reigns supreme, comes a lone hero with a burning desire."

It ends with a woman fly kicking across a kitchen with a pizza cutter in her hand, as the voiceover announces Chicago Town as the "ultimate pizza hit".

The campaign, created by Life, features a TV ad supported by digital and PR activity, alongside on-pack promotions that will run throughout the year.

The ad was directed by Richard Oliver and produced by Sarah Jarvis from The Gate Films production company. Account director Stuart Clarke and creative group head Neil Fleming also worked on the ad, alongside managing director Ian Humphris.